Is getting 60% direct traffic a good thing?

People have told me that 60% direct traffic is a good thing but we are trying to figure out how to monetize on it. We are getting 1 million page views per month without paying for traffic but we could use someone to help us figure out the next step.

Direct traffic is good, but the problem is understanding why they came. No keywords, no link references makes it hard to determine intent of the visit. You'll need to dig deep in to their actions to decide if they are really valid visits, or some sort of bot-spam-junk traffic.